H&M to turn Les Champs-Elysées into 'shopping arcade'

Paris officials have warned that Les Champs-Elysées' transformation from "the world's most beautiful avenue" into a characterless "shopping arcade" is imminent, after a decision to allow clothes chain H&M to set up shop there.

Opponents say that international chain stores encroaching on local shops and cafés threaten the unique atmosphere of the Champs-ElyséePhoto: REUTERS

By Henry Samuel in Paris

6:18PM BST 26 Sep 2008

After a protracted legal battle between Paris' town hall and the chain, France's Council of State – the country's highest court of appeal, has finally authorised the Swedish store to move into number 90 on the famed avenue, which runs from the Place de la Concorde to the Arc de Triomphe.

Paris' Socialist mayor, Bertrand Delanoë had argued that everything should be done to avoid an "invasion" of clothes chains on the Champs, famous for its cinemas and lively cafés and restaurants.

It was danger of becoming a French Oxford Street, officials warned.

Almost a third of its 332 shops now sell clothes, including stores Louis Vuitton, Gap, Zara, Nike and adidas.

But the Council of State sided with the store, which will open in 2010, and its decision is final.

"In 10 or 20 years there will only be clothes shops that are the same the world over, instead of our cinemas and our cafés, which create the unique atmosphere of the Champs-Elysées," lamented François Lebel, the mayor of Paris' 8th arrondissement, where the avenue is located.

"The Champs-Elysées are mythical. If tourists find the same shops there as on the other side of the world, fewer will bother to come.

"The image of France is at stake," he told Le Parisien.

The arrondissement's deputy, Pierre Lellouche said politicians both Right and Left agreed that the decision was a disaster.

"(It) will contribute to transforming the world's most beautiful avenue into a simple shopping arcade. Rent is becoming so high that only the big clothes brands can afford to move in," he said.

Owners are now asking for 500 euros per square metre in monthly rent – making it the third most expensive street in the world. As a result, many long-standing cafés and stores are shutting up shop, such as Planet Hollywood and the VIP Room nightclub.

Even the avenue's post office is moving out after its rent shot up from 15,000 euros a month to 108,000 euros.

The only hope for locals and politicians now is to persuade the government to pass a new law restricting the number of such shops in "places of conviviality and culture".

Le comité des Champs-Elysées, which represents 95 per cent of businesses on the avenue, said that it was "worried" that too many clothes brands could hurt the "diversity" of the Champs.

"But you can understand why they want to come," said spokesman Edouard Lefebvre. "The 8th arrondissement has 30,000 inhabitants and 180,000 employees. The Champs-Elysées brings in 100 million visitors a year.

"Should we be thinking of the 30,000 or the 100 million?" he asked.

H&M's victory comes as it awaits permission to open in another historic quarter of Paris – the rue des Rosiers, once home to a thriving Jewish community.

With rocketing rent, its falafel restaurants and other typical venues are being slowly replaced by chic clothes shops. Locals have launched a campaign to keep the store out.